Unpacking Green Quality: A structural Model Analysis of Eco-Awareness and Trust

Green purchasing behaviour refers to the inclination of consumers to choose and prioritise a variety of environmentally friendly products that minimise negative impacts on the environment. This facet of buying has recently acquired significance, since many consumers engaging in green purchasing behaviour are motivated by a profound commitment to environmental conservation, waste reduction, and ethical company practices. The paper explores the role of eco-awareness and trust on consumer perceptions of the quality of green products to cover a vacuum in the available literature regarding the interdependence between these variables when consumers are shopping online. Based on 292 respondents in Gujarat with structural equation modelling being used to measure these dependencies, the study establishes that the dimension of eco-centricity perceptions has a consequential influence on green quality cognition (β = 0.45, p < 0.01) and trust (β = 0.38, p < 0.01). The model has great predictive power with its contribution about 62 percent (R2= 0.62) explaining the variance in green quality cognition. The results prove the significance of eco-consciousness and consumer trust in driving the green buying behaviour and may serve well in planning the proper eco-friendly marketing. Incorporating trustworthy connection, effective brand associations and Quality Cognition is essential for enterprises in the green market.